FAB presentation

Many sales people make the mistake of using features to sell. In reality, the features of a product really aren’t what excite a customer or client to buy. What a sales person should be doing is helping the customer to visualise why these features are important.

The system used to do this is referred to as the FAB system. The idea is that you are taking a feature, explaining what the advantage is of this and what the benefit will be to the consumer.

Feature

This is exactly as it sounds – whatever product or service you are selling will have a number of features. For example;

· A rope may be 22 mm thick.

· Your company may have offices across the world.

Whilst these are interesting facts about your product or business, nobody is going to be excited to buy purely based on these alone.

Advantage

This is where we state why these features are a good thing. For example, a 22 mm rope may mean it is strong enough to be used to tow a car for example. Stating an advantage is useful, as it will allow a customer to begin to see why the product is useful.

Benefit

This is where you start to truly allow a customer to visualise themselves using the product in their lives. You apply the advantage to their specific situation using the information gathered in your fact finding. For example, you may tell a husband that your rope can stay in his wife’s unreliable car so that if she breaks down she can be towed easily back to the garage without waiting for the breakdown recovery truck.